Prestigious award for Tirlán
Prestigious award for Tirlán
Tirlán Wins Best Use of Technology Award at Irish Logistics & Transport Awards
We are thrilled to announce that Tirlán has won the prestigious “Best Use of Technology” award at the Irish Logistics & Transport Awards in Dublin! This recognition is a testament to our ongoing commitment to innovation and excellence in the logistics and transport sector.
The award submission highlighted the ongoing digitisation program led by Pat Murray and Connie Murphy within the Logistics & Planning function. This program has been instrumental in driving innovation and embracing both the benefits and challenges of digital transformation. The success of this initiative is a huge testament to the dedication and hard work of Pat, Connie and the broader team, as well as the wider support across the business.
The event featured a broad range of categories and tough competition for these prestigious accolades. Winning this award positions Tirlán as a forward-thinking, innovative leader in the industry. It is a proud moment for all of us and we are grateful for the recognition of our efforts.
We would like to extend our heartfelt congratulations to Pat Murray, Connie Murphy and the entire team for their outstanding work and dedication. This achievement would not have been possible without the collective effort and support from everyone involved showcasing our value Collaborate for Success.
Gardening season is here – Let’s dig in!
Gardening season is here – Let’s dig in!
20% Employee discount from the 20th to the 23rd of March
The buzz is building across our 15 garden centres as the gardening season kicks off in full bloom! Our teams are ready, our plant benches are bursting with vibrant colour and our expert horticulturists are on hand to help customers make the most of their gardens this year. We are delighted to announce every team member can avail of a 20% staff discount from the 20th to the 23rd of March on gardening and plants, so now is the perfect time to refresh your own outdoor space!
“Whether you’re looking to refresh your borders, create a pollinator-friendly space, or simply add some colour to your patio, we have everything you need,” says Ursula Brennan, a horticulturist at CountryLife Castlecomer. “And remember, there’s an expert in every store – we are here to help, just ask!”
Supporting Bloom Postcard Gardens
Our commitment to gardening excellence goes beyond just plants. This year, we are once again proud sponsors of the Bloom Postcard Gardens at Bord Bia Bloom. These small but mighty gardens showcase creativity, sustainability and the passion that drives Irish gardening. Keep an eye out for more details on this year’s designs!
Ann Meaney, Chief Marketing & Customer Engagement Officer at Tirlán, said: “We are thrilled to return to Bord Bia Bloom as sponsors of the Postcard Gardens. This initiative embodies the values of sustainability, creativity and community spirit that are at the heart of what Tirlán CountryLife strives to achieve.”
In the lead-up to the Bord Bia Bloom festival, the Tirlán CountryLife team will actively engage in the sponsorship to increase brand awareness. Our in-store teams will craft unique displays to engage customers, our horticulturists will provide their expertise to support selected community gardeners, while our marketing team will promote the sponsorship across various platforms, including radio, print and social media.
Additionally, the marketing team in collaboration with our retail team and Corporate Communications team are planning activities for the festival to enhance attendees’ experiences, collaborating with partners like AWARE to promote our shared values.
(Watch this space for a very exciting AWARE activation!)
AND by popular demand, the BIG Green Chair will return this year!
“We’re excited to bring back the BIG Green Chair this year! It provides a fantastic opportunity for attendees to engage with our brand in a fun and interactive way. By encouraging conversations and connections, we aim to enhance brand awareness and create a positive experience for everyone at the festival,” says Fiona Byrne, from the CountryLife marketing team.
Digital+ Team Nominated for Spider Award
And there’s even more to celebrate! Digital+ has been nominated for a Spider Award for Best Integrated Campaign, recognising last year’s outstanding digital Bloom sponsorship campaign. This nomination highlights the impact of our digital efforts in showcasing Bloom, engaging customers, and elevating our gardening community online.
“It’s brilliant to see our digital work recognised at this level,” says Fiona Byrne from the CountryLife marketing team. “We’re constantly leveraging every opportunity and exploring new ways to engage with our customers and drive footfall back into our garden centres.”
With a new season ahead, exciting sponsorships and national recognition for our digital efforts, it’s clear that gardening is at the heart of what we do at Tirlán CountryLife. Be sure to visit one of our garden centres, chat with our experts, and spread the word – gardening season is here and we’re ready!
Want to know more?
Pop into your nearest CountryLife store or check out our latest updates online!
Click HERE to find your closest store:
Chewing the Cud with… Bryan Harte
Chewing the Cud with… Bryan Harte
Each month, we focus the spotlight on a Tirlán employee. For our March edition, we’re talking Bryan Harte, Ruminant Technical Specialist
Bryan, who originally hails from Co Wexford, has been working with Tirlán for over a decade. He joined the Agribusiness team in 2014 as Ruminant Business Manager and has since taken on various roles within the organisation.
Prior to joining Tirlán, Bryan completed a degree in Animal Science and a Master’s in Livestock Nutrition at Aberystwyth University in Wales. His academic experience and record laid a strong foundation for his career in the agricultural sector. Bryan also spent some time working Grassland Aro (formally T-Mac) prior to joining Tirlán.
Bryan’s current role involves overseeing the Milk Solids Growth Programme, a key initiative aimed at improving the nutritional performance of livestock and enhancing farm profitability. He emphasises the diversity of his role saying: “No two days are the same. I have a passion for animal nutrition and really enjoy supporting our farmers to achieve higher performance from their herd through nutrition.”
Bryan’s passion for livestock nutrition and his commitment to adding value to our farmers’ businesses have been instrumental in the development of the Milk Solids Growth Programme.
Bryan acknowledges the challenges faced by farmers, including environmental constraints and the need for improved nutritional practices. However, he also sees these challenges as opportunities to innovate and provide solutions that benefit both the farmers and our organisation. The Milk Solids Growth Programme, for example, has been well-received by farmers, as it offers a win-win solution that enhances farm profitability and increases milk production.
Bryan appreciates the open and progressive work culture within our organisation. Bryan says: “I value the willingness of my colleagues and management to listen to suggestions and ideas, which has fostered an environment of innovation and collaboration. This supportive culture is crucial for driving continuous improvement and delivering value to our farmers.”
Balancing a busy role with personal life can be challenging, but Bryan manages it by prioritising tasks and focusing on what delivers the greatest return. He is a strong advocate for maintaining physical and mental wellbeing through healthy eating, exercise and sports. Bryan enjoys a variety of activities, including rugby, football, golf and sea swimming.
Bryan is optimistic about the future of our organisation and his role within it. He envisions continued innovation and a commitment to providing value to our farmers.
Make every day this good
Make every day this good
Our new advertising campaign for Avonmore Fresh Milk kicks off in March
The purpose of this campaign is to reconnect with consumers and energise Avonmore Fresh Milk to make it more magnetic to an increased number of consumers and increase our mental availability through an emotive-led creative approach.
‘Make every day this good’ is our creative idea. The campaign is a heavy weighted, through the line campaign featuring TV, Radio, Digital Audio, Outdoor, In Store Activation, YouTube and Social. The campaign starts this month and will run into April.
As always, it takes a village to bring a campaign of this nature to life. It has been 18 months in the making, with ongoing engagement from our commercial and category teams along with our teams from finance, regulatory and quality from Ballitore and our milk quality and milk supply managers at farm level, who gave their time to enable us to create a compelling, quality-led proof point for our advertising message to be anchored in. A real example of Collaborate for Success!
Elevating the Customer Experience
Elevating the Customer Experience
‘Voice of the Customer’ helps to ensure our business evolves with our customers’ needs
Since its official launch in January 2024, the Tirlán Ingredients Voice of the Customer (VOC) program has been a game-changer, driving customer satisfaction to enable value-add growth through customer-centric initiatives.
The Tirlán Ingredients Voice of the Customer (VOC) program is a pivotal initiative aimed at enhancing customer experience and driving business growth. While the program was officially launched in January 2024, we have been on the journey to improve our customer experience over recent years. Commercial initiatives on this journey have included developing our technical and solution selling capability through collaborations with R&D; the development of the Tirlán Innovation Centre in Ballyragget and the Customer Experience Centre in Abbey Quarter; value creation through collaboration with the Agri Farm and ESG teams; digital transformation through the implementation of C4C and the creation of the cross functional category HUBs. The VOC program also consolidates many other customer-centric initiatives from across the business to drive improvements and ensure a more customer-focused approach.
The VOC program is spearheaded by Seán Molloy and Ann Meaney with the primary objective to better understand customer needs, improve product and service offerings and establish a baseline to measure performance over time.
In 2024, an extensive quantitative research survey was conducted with 126 of our Ingredients customers. The research involved structured surveys across multiple languages and regions. This research provides us with valuable insights with feedback direct from our customers. It highlighted that Tirlán Ingredients has a strong relationship with its customers, with key strengths including product quality and honouring commitments. This is a powerful tool for staying attuned to the market and ensuring our business evolves with our customers’ needs.
Mooju Mario Kart Madness
Mooju Mario Kart Madness
This month, top Irish gamers are going head to head in the Mooju Showdown
Stuart Scott and Barry Cassidy, the dynamic duo behind the Mooju brand, have ingeniously incorporated gaming as a core pillar in Mooju’s communications strategy to resonate with our Gen Z target audience. Their innovative approach is set to make waves with the upcoming Mooju Showdown featuring Mario Kart!
Get ready for an epic showdown on March 8th as four of Ireland’s top gamers go head-to-head in this thrilling event. This isn’t just any race; it’s a battle of wits, speed and pure gaming glory! Mario Kart, Nintendo’s iconic go-kart racing game, is loved by all ages and features the legendary Mario Brothers, Donkey Kong, Bowser, Yoshi and a host of other beloved characters.
Our fantastic gamers will battle it out across multiple levels and stages and they will be calling on viewers to help choose the characters, courses and cheer them on! Viewers who engage in the chat and support their team have the chance to win some cool Mooju merchandise such as the much-desired Mooju racing jersey, Mooju hats and the ultimate prize of go-karting tickets.
Catch all the action live on March 8th at 6:30pm on Twitch (@TheGaraShow, @JordeeKai, @Jolly_holly7, @xTwoSHoes). Don’t miss out on the fun and be part of this exciting event that showcases Mooju’s innovative approach to connecting with our audience.
Mooju is delighted to give away a Mooju Racing Jersey designed specifically for this event. To be in with a chance of winning please answer the following question…..
What is the name of Mario’s Brother in Mario Kart?
Submit your answer HERE.
Celebrating Lunar New Year
Celebrating Lunar New Year
Take a glimpse into our team’s festivities in China
As we celebrate the Lunar New Year, we asked some of the members of our team in China to share how they celebrated this special occasion with their families, their traditions and the campaigns they participated in. Chinese New Year, also known as the Spring Festival, stands as the most cherished tradition in Chinese culture. It symbolises renewal, hope and the collective dreams for prosperity in the coming year. Falling on the first day of the lunar calendar, this vibrant celebration unites Chinese communities worldwide through a tapestry of rituals, feasts and joy.
Taiyuan: A Blend of History and Modernity
Nathan Dong, Assistant Marketing Manager
Taiyuan, my hometown, is located in the northern part of China and has a history of civilisation for over 5,000 years. It has also been the birthplace of several generations of emperors. Today, Taiyuan retains numerous historical sites, which become even more dazzling during the Chinese New Year. Every household in Taiyuan is decorated in a unique blend of cyberpunk and modernisation, colliding with ancient history to create a distinctive Chinese city and New Year celebration.
The Essence of Chinese New Year
Raymond Li, ASPAC Business Development Director
Out with the Old, In with the New
In the days leading up to the festival, families embark on a thorough cleansing of their homes, a ritual called “sweeping the dust” (扫尘). This represents bidding farewell to the past year’s misfortunes and embracing a fresh start. Once sparkling clean, homes transform into festive havens adorned with crimson decorations: poetic couplets praising harmony, upside-down “Fu” (福) characters symbolising “good fortune arriving” and glowing lanterns casting a warm, auspicious glow.
Family Reunion and Togetherness
The Lunar New Year’s Eve reunion dinner, or “Nian Ye Fan” (年夜饭), is the heart of the celebration. Millions embark on journeys home, braving crowded trains and flights – a migration dubbed “Chunyun” (春运) – to gather around the table with loved ones. The feast features symbolic dishes: dumplings resembling ancient gold ingots for wealth, fish for abundance, and sticky rice cakes for progress. As laughter fills the air, families tune into the Spring Festival Gala, a star-studded TV extravaganza blending comedy, music and dance.
Visiting Relatives and Exchanging Blessings
The first days of the New Year are marked by visits to relatives and friends. Dressed in new clothes – often red for luck – people exchange greetings like “Xin Nian Kuai Le!” (新年快乐, Happy New Year) and “Gong Xi Fa Cai!” (恭喜发财, Wishing you prosperity). Children eagerly receive “hongbao” (红包), red envelopes filled with money, symbolising protection from hardship. These gestures strengthen bonds and weave a web of goodwill for the year ahead.
My Spring Festival Experience
Brooke Yu, Assistant Finance Manager
The Spring Festival, China’s most important holiday, is always a magical time for my family. This year, preparations began weeks in advance. My parents cleaned every corner of our home to “sweep away bad luck,” while I helped Grandma stick red Spring Festival couplets on our doorframe, symbolising hopes for prosperity.
On New Year’s Eve, the whole family gathered to make dumplings. My little cousin accidentally shaped one like a cartoon character, making us all laugh. At midnight, fireworks painted the sky in dazzling colours as we shouted “Guònián hǎo!” (Happy New Year!). The deafening crackles of firecrackers scared our cat under the sofa!
The highlight was receiving red envelopes from elders. Though Mom always jokingly says, “I’ll keep this safe for you,” her warm hug felt more precious than the money. We stayed up late watching the Spring Festival Gala, munching on crispy rice cakes and candied hawthorns.
For the next week, we visited relatives wearing new red outfits. Each home smelled of sizzling fish (a must for abundance) and sweet rice balls. Even my tech-savvy grandparents surprised us by sending digital red envelopes through WeChat!
The festival ended with the Lantern Festival, when we floated glowing paper lotus lights at the park pond. As I watched my little sister’s excited face reflecting the golden lights, I felt grateful for these traditions that stitch our family closer.
Avonmore China Marketing Team’s Festive Spirit
Claire Hou, Brand Manager
This January, the Avonmore China marketing team embraced the festive spirit of Chinese New Year with exciting new online activities, blending tradition with innovation. To celebrate the holiday, we developed and shared a series of delightful Chinese New Year recipes on social media, bringing traditional flavours to life for our Food Services Professional followers. Incorporating the symbolism of ‘sweet happiness and family gathering’ from Tanghulu into desserts and beverages, we aimed to inspire festive ideas.
In keeping with the cherished tradition of giving red packets to family and friends, symbolising blessings and good fortune, we introduced a modern twist by designing a digital red packet. This innovative feature, available on WeChat, allows users to send their blessings conveniently and stylishly via their phone.
Let’s come together to embrace and celebrate the rich traditions of Chinese culture. May this Spring Festival bring joy, harmony and prosperity to all.
Submit your nominations today!
Submit your nominations today!
We’re excited to launch the Tirlán Dairy & Sustainability Awards 2025!
The Inaugural Tirlán Dairy and Sustainability Awards 2025 will take place on April 29th.
These awards will celebrate the achievements of dairy farmers who demonstrate best practices in milk quality, animal welfare, farm management and adopting sustainability practices.
Nominations are now open through this link: HERE. Farmers will also be selected to go forward for entry based on their milk quality and sustainability data. The closing date for nominations is Friday February 14. All applications shortlisted will be assessed by a judging panel.
We encourage you all to nominate suppliers who you believe deserve to be recognised.
Click HERE for more information
A new venture for Gain Equine Nutrition
A new venture for Gain Equine Nutrition
GAIN Equine Nutrition is giving you an exclusive insight into the upcoming launch of our brand-new product – Ultra Fibre Mash
To keep up with the demands of our equine consumers, we took the decision to create our very own GAIN Equine Nutrition mash product. Mash products act as a complement to a standard feed and offer a multitude of health benefits to horses. Commenting on the move, Phillip Gilligan, GAIN Equine Nutrition Sales Manager Ireland, said: “This product marks a significant milestone for GAIN, as it’s our first venture into the mash feed market, positioning us to compete more effectively and offer our customers a wider range of high-quality equine nutrition options.”
What sets Ultra Fibre Mash apart? It’s all about superior performance and value. Our mash boasts:
- Quick soak mash – 15 minutes
- Includes Alltech Mineral package
- Extremely palatable to help even the fussiest of feeders
- Affordable addition to GAIN Equine Nutrition’s product range.
“It’s a really exciting time for GAIN Equine Nutrition as this is our first product launch in a long time. While normally our equine campaigns are split across the different areas in the industry, such as sport horse, racing etc, this product is suited to all sectors of the equine industry and so it’s a great opportunity to develop a well-rounded creative campaign that will cater to everyone. We have some great new ideas planned for both markets and I can’t wait to see them all come to fruition,” said Sarah McGrath, Assistant Marketing Manager for GAIN Equine Nutrition.
This omnichannel campaign will leverage digital audio, print and digital advertising across leading equine media channels, targeted social media and email campaigns. We will also be working with our sponsored riders to help promote the product.
Critically, we’re optimising our Tirlán FarmLife and Tirlán CountryLife branches and working closely with our external stockists to ensure maximum visibility and availability of Ultra Fibre Mash.
The success we’re expecting to achieve with this upcoming launch is the result of the hard work and dedication of many Tirlán colleagues. A special thanks goes to Joanne Hurley, Phillip Gilligan and Anne Priestman, as well as the entire GAIN Equine Nutrition team, alongside Lisa Dunphy, Sarah McGrath, Katriona Kinsella and Caroline Brindley. The collaboration across Commercial, Marketing and Development has been a crucial factor in getting us to this exciting point.
Chewing the Cud with… Lisa Robinson Sweeney
Chewing the Cud with… Lisa Robinson Sweeney
Each month, we put the spotlight on a Tirlán employee. For our February edition, we’re talking to Lisa Robinson Sweeney, Product Manager for Cheese
I’m from the beautiful coastal area of South Dublin and I try to get out for a walk every day to make the most of it. I like to consider myself active (and so would my dodgy knee) and love doing group classes in the gym or hiking with my friends when the weather allows for it. Staying active is a huge motivator for me and allows me to perform at my best. I love trying new things and would quite literally turn up to the opening of an envelope.
I joined Tirlán in 2021 after taking a year out travelling in Australia and completing my Master’s degree in Food Business Strategy at UCD Smurfit. I originally joined on the graduate programme as a commercial associate and quickly moved into a permanent role as Product Manager for Cheese within the Ingredients Commercial team at the start of 2023.
What I love most about my role as Product Manager is the cross functional nature of it, where I get to interact with stakeholders across the business and work as a cross functional hub to deliver the best results for the business and our customers.
As well as getting to meet various stakeholders within the business, I love attending customer visits and tradeshows to meet our customers face to face and drive deeper relationships and symbiotic opportunities for both businesses. It’s great when we get the opportunity to host some of these customer visits in our new Customer Experience Room in Abbey Quarter and can really display our technical capabilities (along with a nice cheese board).
A big part of customer engagement is understanding our customers challenges and future needs. That is why it is so important for the Commercial team to stay on top of market trends, as well as emerging retail and foodservice trends within the cheese category so we can better help our customers to grow their business. A big trend in cheese is a move towards natural clean labels in which Tirlán were ahead of the curve in providing a clean label offering for colour cheddar and we are now the leading manufacturing of colour cheddar in Europe. Our marketing team are always on the lookout for emerging trends in cheese and attending tradeshows can play a huge part of seeing what’s out there and how we can deliver for our customers now and into the future.